NEW YORK — L.L. Bean is stretching out with its first catalogue of yoga and fitness products.
Called “L.L. Bean: Everyday Adventures,” the women’s-only catalogue features a range of merchandise for yoga and outdoor activities, including fleece jackets, Polartec pants, padded biking shorts, moisture-wicking tank tops, cropped yoga pants and hiking boots. Reflecting the current trends in activewear, many items come in bright colors such as red, orange and pink, although most of the products are geared for Baby Boomers and have looser silhouettes and more generous fits.
There is also a selection of swimwear and accessories, such as backpacks and a yoga mat, and some lifestyle pieces such as denim. While most of the apparel carries L.L. Bean’s private label, the book features some products from other brands, such as sports bras by Sugoi, New Balance running shoes, Nalgene water bottles and a Schwinn bicycle.
“We think we are targeting an underserved customer,” said Fran Philip, Bean’s chief merchandising officer. “Our target customer is a 50-year-old woman Baby Boomer. She is well-educated and is definitely getting into wellness. Our goal is to offer a one-stop place for her to find apparel and footwear.”
Most of the offerings in the catalogue retail for between $30 and $50, although some of the high-tech outerwear items go up to about $150. A company spokeswoman said the first book is a test, and the company will evaluate the frequency based on initial response. Philip declined to give a sales projection, but she said the catalogue is seen as a “big opportunity” and “could be an important part of our overall portfolio.” The $1.3 billion company is owned by descendants of Leon Leonwood Bean, who passed away in 1967.
Based in Freeport, Maine, the 94-year-old operation has been building its business in other ways, as well. The company has started opening more stores and now has about 10 special catalogues in categories such as children’s, travel and fly-fishing.
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